To make Bank customers more aware of how the app provides the perfect combination of convenience and control for their personal banking, we created 11 digital videos featuring our pal the Llama – an erudite and slightly verbose pack animal who knows his stuff about Bank of America’s Mobile Banking App. We launched the videos across the Bank’s social channels and closely monitored engagement. Based on the positive reactions we saw in above-benchmark engagement rates, folks like – or dare we say “Llove” – the Llama. So we continued to promote the videos and expanded the conversation through customized organic replies.